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The Use of the Personal Data Collected Through Digital Footprints by Corporations in Understanding the Target Audience: An Analysis on Dot-com Companies

Year 2023, Volume: 10 Issue: 2, 668 - 689, 25.10.2023
https://doi.org/10.17336/igusbd.1025833

Abstract

This study aims to reveal the categories in which companies collect data the most as well as the changes occurring in terms of these categories. The study, within this context, explores the connexion between the tendency to collect data, revenue, and customer satisfaction in order to lay bare the contribution of data collection to understanding the customer. The findings of the study suggest that the considerable amount of personal data collected by companies has no more than little bearing on customer satisfaction. The study also shows that companies request more data in certain categories. Furthermore, there appears to be an ambiguity in terms of the link between the tendencies of data collection and revenue/customer satisfaction. Another striking point that the findings of the study make is that the data that the companies request to collect vary by sectors with little difference.

References

  • APPLE (n.d). Privacy definitions and examples, Date of access: 30.10.2021, https://apps.apple.com/story/id1539235847
  • BENYON, D., QUIGLEY, A., O’KEEFE, B. & RIVA, G. (2014). Presence and digital tourism. AI & Society, 29(4), 521-529.
  • BONFANTI, A. (2016). Customers’ needs and expectations on servicescape surveillance management. The TQM Journal, 28(6), 887-906.
  • BUCHANAN, R., SOUTHGATE, E., SMITH, S. P., MURRAY, T. & NOBLE, B. (2017). Post no photos, leave no trace: children’s digital footprint management strategies. E- Learning and Digital Media, 14(5), 275-290.
  • BUCHANAN, R., SOUTHGATE, E., SCEVAK, J. & SMITH, S. P. (2018). Expert insights into education for positive digital footprint development. Scan: The Journal for Educators, 37(2), 49-64.
  • BÜLBÜL, R. (2004). Halkla ilişkiler. Ankara: Nobel Yayınları.
  • CAMPBELL, M. A. (2005). Cyber bullying: an old problem in a new guise?. Journal of Psychologists and Counsellors in Schools, 15(1), 68-76.
  • ÇİLİNGİR, A. (2017). İletişim alanında içerik analizi yöntemi kullanılarak yapılan yüksek lisans ve doktora tezleri üzerine bir inceleme. Erciyes İletişim Dergisi, 5(1), 148-160.
  • DÜLGER, M. V. (2016). Kişisel verilerin korunması kanunu ve türk ceza kanunu bağlamında kişisel verilerin ceza normlarıyla korunması. İstanbul Medipol Üniversitesi Hukuk Fakültesi Dergisi, 3(2), 101-168.
  • ELDEN, M. (2013). Reklam ve reklamcılık. İstanbul: Say Yayınları.
  • ELO, S., KYNGÄS, H. (2008). The qualitative content analysis process. Journal of Advanced Nursing, 62(1), 107-115.
  • ERGİN, D. Y. (1994). Örnekleme türleri. Marmara Üniversitesi Atatürk Eğitim Fakültesi Eğitim Bilimleri Dergisi, 6(6), 91-102.
  • FASTCOMPANY (2021). En büyük 100 internet şirketi, Date of access: 30.10.2021, https://fastcompany.com.tr/calisma-hayati/en-buyuk-100-internet-sirketi/
  • FOUCAULT, M. (1984). Panopticism, in the foucault reader. New York: Pantheon Books.
  • GERHARD, U., HEPP, A. (2018). Digital traces in context| appropriating digital traces of self-quantification: contextualizing pragmatic and enthusiast self-trackers. International Journal of Communication, 12, 683-700.
  • GIRARDIN, F., CALABRESE, F., DAL FIORE, F., RATTI, C. & BLAT, J. (2008). Digital footprinting: uncovering tourists with user-generated content. IEEE Pervasive computing, 7(4), 36-43.
  • GONZALEZ, M. E. (2019). Improving customer satisfaction of a healthcare facility: reading the customers’ needs. Benchmarking: An International Journal, 26(3), 854-870.
  • HENGSTLER, J. (2011). Managing your digital footprint: ostriches v. eagles. Education For A Digital World, 2.0, 89-139.
  • HUSSEIN, H. A. (2018). A passive digital footprint for extranet environment. AL- Qadisiyah Journal of pure Science, 23(1), 152-158.
  • JUNGHERR, A. (2018). Normalizing digital trace data. Natalie Jomini Stroud, Shannon Mcgregor (Ed.) In Digital discussions (ss. 9-35). Routledge.
  • KUMAR, H., RAJ, P. (2020). An indagation on experiences and awareness of digital footprint among pupils of higher education. Academic Research International, 11(3), 16-31.
  • LAMBIOTTE, R., KOSINSKI, M. (2014). Tracking the digital footprints of personality. Proceedings of the IEEE, 102(12), 1934-1939.
  • MATZLER, K., HINTERHUBER, H. H., BAILOM, F. & SAUERWEIN, E. (1996). How to delight your customers. Journal of Product & Brand Management, 5(2), 6-18.
  • MUHAMMAD, S. S., DEY, B. L. & WEERAKKODY, V. (2018). Analysis of factors that influence customers’ willingness to leave big data digital footprints on social media: a systematic review of literature. Information Systems Frontiers, 20(3), 559-576.
  • PELTEKOĞLU, F. B. (2004). Halkla ilişkiler nedir?. İstanbul: Beta Yayınları.
  • SEN, I. & FLÖCK, F., WELLER, K., WEIß, B. & WAGNER, C. (2021). A total error framework for digital traces of human behavior on online platforms. Public Opinion Quarterly, 85(S1), 399-422.
  • SKODVIN, T., GULLBERG, A. T. & AAKRE, S. (2010). Target-Group influence and political feasibility: the case of climate policy design in europe. Journal of European Public Policy, 17(6), 854-873.
  • SURMELIOGLU, Y., SEFEROGLU, S. S. (2019). An examination of digital footprint awareness and digital experiences of higher education students. World Journal on Educational Technology: Current Issues, 11(1), 48-64.
  • TSENG, S. C., HUNG, S. W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of Cleaner Production, 59, 174-184.
  • YANG, C. C. (2013). An analytical methodology for identifying the latent needs of customers. Total Quality Management & Business Excellence, 24(11-12), 1332-1346.
  • ZENKER, S. (2009). Who's your target? The creative class as a target group for place branding. Journal of Place Management and Development, 2(1), 23-32.

Kurumların Hedef Kitlelerini Tanıma Aşamasında Dijital İzler Yardımıyla Toplanan Kişisel Verilerin Kullanımı: İnternet Şirketleri Üzerinden Bir Değerlendirme

Year 2023, Volume: 10 Issue: 2, 668 - 689, 25.10.2023
https://doi.org/10.17336/igusbd.1025833

Abstract

Bu çalışma, kurumların bireyler hakkında depoladığı kişisel veri tercihlerinin hangi kategorilerde yoğunlaştığı ve ilgili kategorilerin sektörel anlamda değişimlerini ortaya koymayı amaçlamaktadır. Bu amaçla bağlantılı olarak çalışma, veri toplama eğilimi ile ciro ve memnuniyet arasındaki bağlantıyı da irdelemekte ve veri toplamanın tüketiciyi tanıma aşamasında sağladığı katkıyı tartışmaktadır. Çalışmanın sonuçlarına göre kurumların önemli düzeyde kişisel veri toplamasına rağmen bunların tüketiciler üzerindeki memnuniyet yansımasının sınırlı olduğu görülmüştür. Çalışmada, kurumların özellikle kişisel veri talep etme anlamında bazı kategorilerde yoğunluk gösterdiği tespit edilmiştir. Bununla birlikte şirketin sahip olduğu ciro ve müşteri memnuniyeti ile veri toplama eğilimleri arasındaki bağlantının belirsiz olduğu ve sektörel anlamda kurumların elde etmeyi talep ettiği verilerde küçük ölçekli de olsa değişiklik bulunduğu da çalışmanın diğer önemli sonuçları arasında yer almaktadır.

References

  • APPLE (n.d). Privacy definitions and examples, Date of access: 30.10.2021, https://apps.apple.com/story/id1539235847
  • BENYON, D., QUIGLEY, A., O’KEEFE, B. & RIVA, G. (2014). Presence and digital tourism. AI & Society, 29(4), 521-529.
  • BONFANTI, A. (2016). Customers’ needs and expectations on servicescape surveillance management. The TQM Journal, 28(6), 887-906.
  • BUCHANAN, R., SOUTHGATE, E., SMITH, S. P., MURRAY, T. & NOBLE, B. (2017). Post no photos, leave no trace: children’s digital footprint management strategies. E- Learning and Digital Media, 14(5), 275-290.
  • BUCHANAN, R., SOUTHGATE, E., SCEVAK, J. & SMITH, S. P. (2018). Expert insights into education for positive digital footprint development. Scan: The Journal for Educators, 37(2), 49-64.
  • BÜLBÜL, R. (2004). Halkla ilişkiler. Ankara: Nobel Yayınları.
  • CAMPBELL, M. A. (2005). Cyber bullying: an old problem in a new guise?. Journal of Psychologists and Counsellors in Schools, 15(1), 68-76.
  • ÇİLİNGİR, A. (2017). İletişim alanında içerik analizi yöntemi kullanılarak yapılan yüksek lisans ve doktora tezleri üzerine bir inceleme. Erciyes İletişim Dergisi, 5(1), 148-160.
  • DÜLGER, M. V. (2016). Kişisel verilerin korunması kanunu ve türk ceza kanunu bağlamında kişisel verilerin ceza normlarıyla korunması. İstanbul Medipol Üniversitesi Hukuk Fakültesi Dergisi, 3(2), 101-168.
  • ELDEN, M. (2013). Reklam ve reklamcılık. İstanbul: Say Yayınları.
  • ELO, S., KYNGÄS, H. (2008). The qualitative content analysis process. Journal of Advanced Nursing, 62(1), 107-115.
  • ERGİN, D. Y. (1994). Örnekleme türleri. Marmara Üniversitesi Atatürk Eğitim Fakültesi Eğitim Bilimleri Dergisi, 6(6), 91-102.
  • FASTCOMPANY (2021). En büyük 100 internet şirketi, Date of access: 30.10.2021, https://fastcompany.com.tr/calisma-hayati/en-buyuk-100-internet-sirketi/
  • FOUCAULT, M. (1984). Panopticism, in the foucault reader. New York: Pantheon Books.
  • GERHARD, U., HEPP, A. (2018). Digital traces in context| appropriating digital traces of self-quantification: contextualizing pragmatic and enthusiast self-trackers. International Journal of Communication, 12, 683-700.
  • GIRARDIN, F., CALABRESE, F., DAL FIORE, F., RATTI, C. & BLAT, J. (2008). Digital footprinting: uncovering tourists with user-generated content. IEEE Pervasive computing, 7(4), 36-43.
  • GONZALEZ, M. E. (2019). Improving customer satisfaction of a healthcare facility: reading the customers’ needs. Benchmarking: An International Journal, 26(3), 854-870.
  • HENGSTLER, J. (2011). Managing your digital footprint: ostriches v. eagles. Education For A Digital World, 2.0, 89-139.
  • HUSSEIN, H. A. (2018). A passive digital footprint for extranet environment. AL- Qadisiyah Journal of pure Science, 23(1), 152-158.
  • JUNGHERR, A. (2018). Normalizing digital trace data. Natalie Jomini Stroud, Shannon Mcgregor (Ed.) In Digital discussions (ss. 9-35). Routledge.
  • KUMAR, H., RAJ, P. (2020). An indagation on experiences and awareness of digital footprint among pupils of higher education. Academic Research International, 11(3), 16-31.
  • LAMBIOTTE, R., KOSINSKI, M. (2014). Tracking the digital footprints of personality. Proceedings of the IEEE, 102(12), 1934-1939.
  • MATZLER, K., HINTERHUBER, H. H., BAILOM, F. & SAUERWEIN, E. (1996). How to delight your customers. Journal of Product & Brand Management, 5(2), 6-18.
  • MUHAMMAD, S. S., DEY, B. L. & WEERAKKODY, V. (2018). Analysis of factors that influence customers’ willingness to leave big data digital footprints on social media: a systematic review of literature. Information Systems Frontiers, 20(3), 559-576.
  • PELTEKOĞLU, F. B. (2004). Halkla ilişkiler nedir?. İstanbul: Beta Yayınları.
  • SEN, I. & FLÖCK, F., WELLER, K., WEIß, B. & WAGNER, C. (2021). A total error framework for digital traces of human behavior on online platforms. Public Opinion Quarterly, 85(S1), 399-422.
  • SKODVIN, T., GULLBERG, A. T. & AAKRE, S. (2010). Target-Group influence and political feasibility: the case of climate policy design in europe. Journal of European Public Policy, 17(6), 854-873.
  • SURMELIOGLU, Y., SEFEROGLU, S. S. (2019). An examination of digital footprint awareness and digital experiences of higher education students. World Journal on Educational Technology: Current Issues, 11(1), 48-64.
  • TSENG, S. C., HUNG, S. W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of Cleaner Production, 59, 174-184.
  • YANG, C. C. (2013). An analytical methodology for identifying the latent needs of customers. Total Quality Management & Business Excellence, 24(11-12), 1332-1346.
  • ZENKER, S. (2009). Who's your target? The creative class as a target group for place branding. Journal of Place Management and Development, 2(1), 23-32.
There are 31 citations in total.

Details

Primary Language English
Subjects Public Relations Campaigns and Applications
Journal Section Articles
Authors

Sezgin Savaş 0000-0003-2141-1055

Emre Ergen 0000-0002-8214-0204

Early Pub Date October 25, 2023
Publication Date October 25, 2023
Acceptance Date January 4, 2022
Published in Issue Year 2023 Volume: 10 Issue: 2

Cite

APA Savaş, S., & Ergen, E. (2023). The Use of the Personal Data Collected Through Digital Footprints by Corporations in Understanding the Target Audience: An Analysis on Dot-com Companies. İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 10(2), 668-689. https://doi.org/10.17336/igusbd.1025833

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